How to Use Tests in Advertising

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identifying the pain points and needs of the target audience, confirming or refuting the company’s hypotheses;
search and analysis of information about the competitive advantages of other players in the market. Finding out the circumstances that push consumers to choose not yours, but another similar product;
evaluation of marketing activity, product, packaging, branding, etc. from the client's side with detailed feedback. In this case, the company receives more information than just "liked/disliked".
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Tests can be used as an advertising tool and involve potential buyers in the sales funnel. They can be effectively used, for example, to warm up the audience before launching a product.

Collect user expectations from a product, service, or promotion. Find weak spots and close them before the product enters the market.
Increase interest in the future advertising campaign and increase audience awareness.
Find the most effective channel to interact with users.
Collect contact information of people who want to buy a product or take part in a promotion.
The optimal platform for using tests in advertising is VK Ads. The advertising account has a separate Lead Ads format (lead forms), which allows you to create surveys and show them to users as part of targeted advertising. Questions can have 1 correct answer, with the ability to select several options or write an answer in free form. You can read more about lead forms in a separate article .